HOW TO USE E-LEARNING AS A MARKETING TOOL


19 January 2022

E-learning platforms have made it easier than ever for us to share our knowledge and experience to help others grow their skillsets and expertise. Whether you are a university looking to create online versions of your course material or an individual trying to reach a wider audience with educational content, you can surely benefit from the tools provided by e-learning. E-learning is not just a resource for education; it can also be used to market your product or business. By leveraging the power of an educational platform, one can create the kind of marketing that is appealing to their audience.

“People-First” Marketing

Gone are the times of conventional advertisement. In the modern age, people don’t like the feeling that advertisers are marketing to them. Traditional marketing strategies relied on trying to cast the widest net to catch the biggest audience possible. This meant large commercial campaigns that felt impersonal. In the digital age where people can curate their digital space to reflect their interests, a general marketing campaign that feels ambiguous and disinterested in who we are, what we like, and what we need is a turn-off. To successfully market their products and services to the public, they must first know exactly who they want to sell to and personalize that marketing to those people. 

Personalized marketing is a new form of marketing that has appeared due to the rise of social media in the digital age. Today, most people consume information through an electronic device, and often, that information is filtered through some form of social media. Businesses must be aware of where their audience is and go to them. When we post on social media, we create little bytes of data that can be used to create a persona about us. The things we like, the things we share, and the people we follow are valuable data that can be used to paint a picture of who we are and what we are interested in. This information can then be used to create a more appealing marketing strategy, one focused on the interests of the individual rather than just selling the individual a product. The principal idea of personalized marketing is that building a relationship and trust between business and customer is more important than just making a sale. If a company wants to successfully market its brand, product, or service to an audience, it must build a community that centers around its needs. A business should always be listening to its audience, and the audience should be able to play an active role in how the brand, product, or service changes in the future. The relationship between business and audience is a two-way street, with the company reaching out to the audience and being able to communicate with the business.

 

E-Learning and Marketing 

So how can e-learning be utilized in the marketing of a brand, product, or service? Audiences not only want more personalized content from businesses, but they crave educational content as well. People utilize digital media to educate themselves, whether reading a news article online or taking an online course. Just as an individual can leverage the power of online learning to learn a new skill set or improve upon an old one, a business can also leverage the power of online learning to provide an audience with educational material about their brand, product, or service. One of the ways that e-learning can be utilized is by incorporating simulated product training into a marketing campaign. Having demo versions of your product or online tutorials that give users a guide on optimizing their experience with your product can help customers get a better feel for what your product is and how best it can fit into their lives. If customers can imagine themselves using a product and benefiting from it, they are more likely to purchase it. In addition, educational tutorials can help the product feel more accessible to a customer. E-learning can also be utilized to improve targeted marketing. The data generated from an active tutorial or a product demo can help businesses build the persona of their customers and how they best interact with a product. Companies can conduct surveys on tutorials and demos to understand what features work for the customers and what do not. This information can then improve the product and how it is marketed in the future.

By integrating e-learning features such as interactive tutorials and demo versions of products that audiences can tie into the product marketing experience, businesses are more likely to engage with their audience, increasing the chances of a sale. This interaction can also help audiences become a part of the product development process, as their experiences with the product, tutorials, and demo will produce valuable feedback that can be used to make the product better. E-learning allows the audience to become a part of the process, helping to shape products and businesses in ways that best suit them. Companies should always be designing products with people in mind first and foremost. E-learning can help product developers, and product marketers answer vital questions about what audiences want and need and how their product can fill in the gaps.

 

 

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